BRITISH mouth guards manufacturer OPRO has struck a major licensing deal with UFC, the global mixed martial arts giant, to supply its athletes and events with branded oral protection.

The four-year agreement, which includes distribution rights to stores and websites of retail giants such as Tesco, Amazon and Asda owner Walmart, brings OPRO into contact with UFC’s 56 million-plus followers and key US and Asian markets.

Mixed martial arts’ fast growth made it a prime target for the company, chief executive David Allen, a former UFC and Nike executive, explained.

“This is a year round sport and the partnership allows OPRO to enter new markets and countries. There are seven million people playing rugby, but 500 million participating in combat sports,” he said.